Social Media and Parents of Schoolchildren

Last March McGinn and Company’s Marjorie Brown and Mara Vandlik presented as the key note speakers at the CHESPRA (The Chesapeake Chapter of the National School Public Relations Association) annual conference. CHESPRA works to support school public relations professionals from the District of Columbia, Maryland, Virginia, and West Virginia. Marjorie and Mara’s presentation was entitled, Building Confidence with Crisis Communications and Social Media. As part of the presentation, McGinn and Company commissioned an online survey to help tailor our presentation to the CHESPRA audience. We looked at how parents of schoolchildren currently use social media to communicate with their children’s school and their attitudes towards turning to social media in case of a crisis situation. A few highlights:

  • While television is still the dominant medium for learning about news in their community, 80% of parents with children in school say they would look to social media to learn about a crisis incident at their child’s school.
  • A slight majority of these parents currently use electronic sources (primarily Facebook and the school’s web site) to receive information from or to send information to their child’s school
  • Only one in four parents frequently use social media to communicate with their child at school.

View Survey Results

Thanks to Rex Repass and his team at RL Repass & Partners in Cincinnati, for conducting the research and did an outstanding job.


  • Sample: National/US – Balanced to Demographics and Geographic Regions
  • Total Completed: 481
  • Data Collection Method: Online Panel
  • Data Collection Dates: March 2013